As farm bill becomes law, COOL concerns continue
Janie Gabbett
American Meat Institute
With the bulk of the Farm Bill becoming law last week, mandatory country-of-origin labeling (sometimes referred to as COOL or COL) will finally become a reality. And among the concerns that the U.S. beef industry has is possible retaliation from Mexico if the new labels dull U.S. taste buds to beef from Mexican cattle.
“There is a possibility the market might somehow discount those products with lower pricing or consumers won’t want to buy them. Then Mexico might somehow want to retaliate against U.S. beef, and that would be a tragedy,” warned U.S. Meat Export Federation (USMEF) Regional Director for Mexico Chad Russell on a teleconference last week.
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